Brand presence and the same login page as experienced in the home network are key to drive usage when public WLAN is accessed via the Web browser.

For those operators that offer WLAN roaming through Web login, the Web Access Portal service enhances the user experience by offering the same login page at the visited network as in the home network. This page is hosted by WeRoam on a central Web server. WeRoam’s central web server facilitates web maintenance, meaning modifications are automatically "live" on all visited networks.

As part of this service, WeRoam negotiates, on behalf of the operator, that the brand of the operator be placed directly in the roaming menu of the hotspot provider’s main login page.